The latest Today’s Family Lawyer podcast shines a spotlight on a challenge many firms quietly acknowledge but rarely address head‑on: the sector’s struggle to communicate with clarity, confidence and distinction in an increasingly competitive marketplace.
Hosted by David Opie, the episode explores why so many family law practices still rely on cautious, inward‑looking messaging - and what they could achieve by adopting a more strategic, client‑centred approach. Ryan Fenton, the founder of CaseFlow PPC, brings experience from both the UK and US legal markets, offering a valuable comparison between two very different marketing cultures.
One of the most striking observations is the contrast in tone. While American firms are far more comfortable using direct, emotionally resonant language, UK practices often default to safe statements about longevity and experience. The podcast suggests this caution may be limiting firms’ ability to stand out at the very moment potential clients are searching for reassurance, clarity and action.
The discussion also highlights a persistent misconception around investment. Many UK firms still view digital advertising as a low‑cost add‑on rather than a core business function, despite operating in one of the most expensive sectors for Google Ads. By contrast, US firms routinely commit substantial budgets to structured campaigns, remarketing activity and tailored landing pages which are all tools that can dramatically improve conversion rates when used well.
Beyond tactics, the episode raises a broader point about public perception. While the profession increasingly champions non‑court solutions, the public still tends to view divorce through a combative lens. The podcast argues that bridging this gap requires clearer, more empathetic communication that meets clients where they are emotionally, not where the profession wishes they were.
Overall, the episode positions marketing not as a bolt‑on, but as a strategic discipline that family law firms can no longer afford to overlook.
The Today's Family Lawyer podcast is available on your preferred podcast provider and at www.todaysfamilylawyer.co.uk.
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